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The UK leads the Western world in online grocery sales, pitting e‑tailers against one another in a war of e‑commerce innovation. Amazon continues to offer outsize visibility to up-and-coming players, while the e‑commerce platforms of brick‑and‑mortar retailers prioritize promotion of private label products amid continuing demand for low‑cost products. As brands struggle to adapt to new online selling environments, a new challenge from voice is beginning to grow. To weather these challenges, winning brands are intensifying their investments on Amazon Marketing Services and exploring strategic options with e‑tailer platforms.